DC Comics' sweeping linewide relaunch appealed primarily to avid fans and lapsed readers, according to the unprecedented survey conducted last fall by the Nielsen National Research Group. The publisher presented the results Thursday in Dallas at the annual meeting of ComicsPRO, the direct-market trade association.
More than 70 percent of respondents described themselves as avid fans who visit the comic shop once a week, while more than 25 percent of in-store consumers were lapsed readers. Just 5 percent characterized themselves as new or first-time readers.
Ninety-three percent of respondents were male, and more than 50 percent reported an annual income of less than $60,000 -- a figure that John Rood, executive vice president of sales, marketing and business development, told ICv2.com "validated DC’s attempt to hold the price point for most comics to $2.99." Just 2 percent were under the age of 18, with an overwhelming majority of respondents falling between the ages of 18 and 44 (no real surprise).
Also worth noting: 50 percent of digital readers also read print comics, while just 16 percent of print readers said they read or purchased digital comics. Forty-eight percent of digital buyers were over the age of 35.
The three-pronged survey was conducted between Sept. 26 and Oct. 11, specifically targeting consumers who purchased DC's New 52 titles. In-store questionnaires -- you'll recall Patton Oswalt's encounter with a "pushy" Nielsen employee -- accounted for 167 responses, while 5,336 came from the online survey. A third group of 626 was pulled from customers who purchased New 52 books through comiXology or the DC app.